Brand Development Strategy of Agrarian Products

Abstract

The purpose of the research is to develop recommendations for formation of strategies for development of brands of agrarian products, which will contribute to sustainable development of agrarian business under conditions of informational and technological transformations. In the process of research, methods of synthesis and system analysis were used to monitor trends in marketing management of agrarian enterprises; methods of comparing and analyzing trends to assess the development of branding in brand management, taking into account the characteristics of an agrarian enterprise; method of causal analysis to determine the cause-and-effect relationships between the effectiveness of agrarian enterprise and the level of development of brand management; factor analysis and modeling for the diagnosis of indicators that determine the dependence of the purchase demand of consumers of agrarian products on the degree of brand management of an agricultural enterprise. The result of research is a toolkit for evaluating the brand of agrarian products and a formed model for determining the relationship between the influence of the brand of agricultural products and the consumer's purchase intentions. The proposed toolkit for evaluating the brand of agrarian products allows us to improve the strategy of the development of the brand of agrarian enterprise and to form mechanism of strategic management of brand of agrarian business enterprise. Using the model of the relationship between the influence of the brand of agrarian products and the consumer's purchase intentions showed that the consumer's awareness of the regionality of the brand has a significant positive effect on the purchase intentions of agrarian products.